Joshua and MediaCom TMB have won the pounds 2 million full-service
Reader’s Digest Prize Draw brief, spelling the end of Bates UK and
Zenith Media’s two-year relationship with the advertiser.
The winning agencies’ brief is to warm up audiences in January for the
imminent arrival, through their front doors, of the pounds 250,000-prize
competition entry form, and to build up credibility for the Prize
The Grey-owned direct and media outfits pitched against the incumbent,
plus WWAV Rapp Collins, and Delaney Potter Cawley with BJK&E Media,
according to Andy McQueen, the Reader’s Digest magazine circulation
director and general manager of new business.
He said: ’Joshua and MediaCom TMB pitched together and their creative
was good and their media was very well thought out.
’It was a strategic review, and nothing to do with the hoo-ha which is
going on at Bates at the moment.’
McQueen added that the bulk of the next campaign will run over one week
in January. TV usually takes up the whole budget during that week, but
McQueen said this time he wanted to try other media in a bid to reach
other consumers in a ’very different’ way.
He declined to discuss which new media would be used, or specify in what
way the creative work would be different.
But Nick Velody, Joshua’s director of advertising, said: ’The Reader’s
Digest Prize Draw is something which has become so familiar there is
always a danger it may have lost some of its impact and relevance for
’We see this is an opportunity to make the draw come alive,’ he added.